Kamloops — B.C. Lions rookie running back J.C. Coleman knows there’s more to a man’s watch than simply telling time. Any mobile phone can do that.

Men care about watches, and they think about watches, because it’s the one obvious piece of male jewelry that makes a statement.

Coleman made one last year, in his senior year at Virginia Tech, when he wore a gold G-Shock timepiece in a game against No. 1 Ohio State.

“It’s my time,” explained Coleman, who began wearing a watch during games in his junior season at Virginia Tech, where he arrived in the spring of 2012, then led the team’s tailbacks in rushing as a freshman that fall. Unfortunately, this year was not his time — according to the National Football League.

Though the NFL bias against the vertically challenged is shrinking — think Darren Sproles, Jacquizz Rodgers, Frank Gore — the league is still short on outside-the-box thinking when it comes to short people.

Undrafted, the 5-6, 190-pound Coleman was signed by the Lions after the team’s director of American scouting, Ryan Rigmaiden, saw him work out at Virginia Tech’s Pro Day. Coleman’s agility and 40 speed (4.48) were enough to convince Rigmaiden that J.C. might be a fit in the Canadian Football League, where playmaking and special qualities are not the exclusive domain of six-footers.

“He showed some nice runs, a nice burst late in the game,” said head coach Wally Buono, referring to Saturday’s 28-16 pre-season road win against the Saskatchewan Roughriders. “But he’s been showing that to us since the start of rookie camp. You never know how these guys are going to adapt. What we have to do is spend some more time with him to see his value as a returner.”

Playing only the fourth quarter against the Roughriders, Coleman had seven carries, but two of his runs were for 10 yards, as he burst through holes in the blink of an eye. His diminutive stature and quickness invite comparisons with two small running backs/returners with big hearts who’ve suited up for the Lions in recent years — Stefan Logan and Yonus Davis.

“Compare him to Yonus Davis. Don’t compare him with Stefan Logan, please,” Buono said. “Stefan was a cut above. Not that Coleman can’t be. But he’s like Yonus. He came with little fanfare. But you saw his quickness and real explosion. And you see that with Coleman, too.”

Coleman notes the CFL delivers the message that size isn’t everything, and small can be beautiful — even an advantage.

“Smaller guys have to figure out a way to be special,” he says. “Game-breaking speed. Catching ability or just being tough. I pride myself on all three.”

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